Title

A simulation of moral behavior within marketing exchange relationships.

SelectedWorks Author Profiles:

Alison L. Watkins

Document Type

Article

Publication Date

2007

ISSN

0092-0703

Abstract

This investigation uses a simulated business-to-business sales context to examine five individual moral philosophies (true altruists, true egoists, realistic altruists, tit-for-tats, and realistic egoists). The simulation is based on the Iterative Prisoner’s Dilemma and its associated payoffs, employing computer-generated sales agents that represent different companies and industries. The agents were selected randomly across 1,000 rounds, and interacted with exchange partners according to the moral philosophies noted. In some cases, various corporate cultures were added to determine their impact on the evolution and final mix of philosophical orientations of agents within firms. Simulation results indicate the importance of ethical behavior on the long-term financial success of companies as well as the larger industries in which they participate.

Comments

Citation only. Full-text article is available through licensed access provided by the publisher. Members of the USF System may access the full-text of the article through the authenticated link provided.

Language

en_US

Publisher

Springer

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.